A 7-Module Webinar Series
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6th Sept – 18th Oct, 2017


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About Semiotic Eye

Continuing with the efforts in building skills in the industry, MRSI is happy to announce an online program only for it’s members, “The Semiotic Eye”, in partnership with Leapfrog Strategy Consulting and Hamsini Shivakumar.

The Semiotic Eye is an online program & is a semiotics primer which will equip the Researcher to diagnose semiotics led issues as well as know how best to integrate semiotics with qualitative research.
The program will have 7 online modules which will be conducted by the trainer for 1 hour every week for 7 weeks, starting on 6th Sept to 18th October, 1 to 2 pm. (every Wed of the week). Each module will be an interactive session and will be followed by an online assessment test.

The program will end with a half day face to face doubt clearing session and handing over the completion certificates. This will be held in Delhi region and the date and time will be announced later.

Who can attend the Course?

The program is meant for senior qualitative research practitioners and insight managers (with at least 7-8 years of experience in conducting /commissioning research). Participants will have to commit to attend all the modules and the closing workshop.

Only MRSI Members can attend and as the number of seats is limited, each member organisation is limited to 1 participant and that too, on a First Come First Served basis.

The cost of the program is INR 3,000 per participant plus GST.

How to Register?

Please fill the form at the below mentioned link to register the participant from your company before 31st July 2017.
The final participants would be informed directly and at that time, payment would need to be made to confirm the seat.


Our Instructors:

Hamsini Shivakumar

Hamsini Shivakumar is an experienced Semiotician, Brand Strategy Expert, Communications Expert and consumer insights researcher. Her 28 years of work experience spans all these distinct domains.

She has been a practicing Semiotician for the past 7 years and has carried out a range of studies, spanning a wide range of categories and problems. She has carried out semiotic studies on Masculinity, Femininity, rural progress, chocolates, diamond jewellery, school education, toothpastes, beauty, fruit juices and fruit drinks, to name a few. She has used semiotic analysis for logo development, for positioning, for product innovation and communication.

She is co-owner of the global un-conference for Applied Semioticians, Semiofest. The conference was launched in 2012 in London and has since been held in Barcelona, Shanghai, Paris and Tallinn, Estonia (

Hamsini also writes in social media / the business press using Semiotic interpretations of common phenomena. She is also a regular contributor to Semionaut, a global wiki on semiotic thinking. She writes on semiotic matters also on Marketing Buzzar, an online experts platform.

She has co-authored a paper with Dr. Malcolm Evans, Founder of Specialist Semiotics Consultancy in London, Space Doctors on Diversity & Semiotics, presented at ESOMAR Congress, Athens 2010. She has also co-authored a paper with Anila Srivastava of IDStats Research on a micro case study - Mobile Ethnography + Semiotics to decode the meaning of friendship among Indian youth.

Hamsini was Head of Strategy Planning at JWT Mumbai, member of the National Planning Council JWT and Regional Planner for Unilever, for Asia during the period 2001-2006. She started her career at P&G in Consumer Insights and then moved to Mode to sharpen her skills in both qualitative and quantitative research, in the early period of her career.

Presently she runs her own Brand Strategy Consultancy,

Sumeet Anand

Sumeet has strong inclination towards decoding communication process and a special knack for consumer insights. He has rich industry experience in market research, consumer insights, product and brand management.

He has completed Full-time MBA in Advertising in 2008 from Symbiosis (Pune) and joined Nielsen, Delhi as Research Executive (Qualitative). Subsequently, he worked with IMRB Intl as Research Manager (Quantitative). In his last full time assignment, Sumeet worked with AkzoNobel India Limited, Gurgaon (makers of Dulux Paints), initially as Consumer Insights Manager and then as Brand Manager for their Premium and Mass Premium portfolio.

Qualitative research comes to Sumeet naturally and he enjoys having meaningful conversations with people from different walks of life. He is a keen observer and possesses sharp synthesis skills. He also has strong logical and analytical abilities. A much sought after Research Consultant, he has worked with leading MR agencies like Nielsen, TNS on studies ranging from Brand Equity, Positioning and Communication Check to Need-Gap, Usage & Attitude etc. with diverse clients.

Sumeet is pursuing PhD in Applied Semiotics since 2013 from FMS (DU). He has authored and presented many research papers in the area of Applied Semiotics and Branding Communication in International Conferences. He is a visiting faculty to some leading private universities in Delhi NCR.

In a parallel life, Sumeet is a classically trained performing artist (Dhrupad Vocalist) and loves outdoor sports activities.

Contact Information:

Market Research Society of India (MRSI)

5 D/E, Siddhi Vinayak Chambers,
opp. MIG Club, Kalanagar, Bandra (E),
Mumbai - 400051.
+91 22 2640 0060 , +91 22 2640 5529